| The purpose of this study was to benchmark quantitative and qualitative coverage of NFL teams (N = 32) on Facebook, while simultaneously investigating content items according to current sport marketing, branding, and communication theories. Ultimately, the researcher examined the patterns of marketing, branding and communication observed in this social media context. In addition, this study evaluated the fan responsiveness (i.e. likes and comments) to the content items. The data represented a minimum of 672 days of content (i.e. 32 teams for 21 days each) during the 2010-2011 season. This study compared these variables across one constructed week for the preseason ( n = 7), regular season (n = 7), and post-season (n = 7). The content within each item was coded based on brand theories (i.e. attributes, associations & marketing strategy). This investigation identified benchmark values in management and communication techniques, and comparisons were reported within these constraints. The recommendations offer specific guidelines on how NFL teams may strategically utilize Facebook as a component of an integrated marketing plan to enhance brand management, influence fan interaction, and cultivate long-term brand-building relationships. |
